Article Number : 561 |
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| Date | 5/13/2005 1:39:25 PM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=561 |
| Abstract | Dalton—Retailers who carry Shaw’s new Couture Elegant Floors collection will enjoy special discounted rates to offer consumers during the month of May... |
| Article | Dalton—Retailers who carry Shaw’s new Couture Elegant Floors collection will enjoy special discounted rates to offer consumers during the month of May. The Couture accounts, which are primarily Shaw Flooring Alliance (SFA) members, will also receive a package of promotional and advertising material featuring a “Spring Saving Month” theme. Included in the package is a television commercial created especially for the Couture collection. Through the program, retailers will be able to offer consumers two different credit programs through CitiFinancial—12 months with no payment or 24 months with no payment. Both plans feature special buy-down rates for Couture dealers. Shaw territory managers will deliver the promotional materials and review the products and program with Couture dealers. The kits will include tent cards, display signage, posters, newspaper ads and radio scripts. In addition, Beta versions of the television commercial may be ordered by faxing a request to 706/275-1337. SFA retailers may also obtain Spring Savings material through AdSource, Shaw’s Internet service which allows users to customize a variety of marketing materials including ads, direct mail and point-of-sale via a turnkey, order-on-demand process. “This program provides all of the elements necessary for a successful sales event,” said Blane Haywood, Shaw’s director of retail marketing. “We want to make sure our customers have all the tools they need and the best information possible to maximize their results.” In other news, Shaw-Mark Floors division has introduced its new line of Anything Goes! Elite carpets to retailers. The collection is an update of the original Anything Goes! line that was created in 1980, of which 38 million square yards of the collection’s styles have been sold. “Since its inception, Anything Goes! has earned a reputation as the best-performing carpet in the industry,” touted Duane Goetze, ShawMark marketing director. “The products have undergone a series of ‘torture-tests’ to demonstrate their incredible texture retention capability, and it’s the only broadloom that offers a 10-year, no-mat/no-crush warranty including stairs and hallways. The guarantee is also transferable.” The new Anything Goes! Elite products are constructed of Stainmaster’s Tactesse and made to the same exacting standards as the original carpets. Based on Shaw’s research of women’s buying habits, a compact display in rich wood tones was created to hold the new collec tion which features 13 styles and includes freizes, textures, loops, patterns and Saxonies. Anything Goes! Elite styles carry the 5-Star rating in Shaw’s Star Assurance system in order to help buyers recognize different attributes of carpet and make informed decisions about upgrading. The collection will feature the following warranties: 10-year Anything Goes! no mat/no crush; 10-year Textureguard texture retention; 10-year soil and stain resistance; extended 15-year quality assurance; extended 60-day customer satisfaction guarantee, and SoftBac Platinum backing 10-year no-wrinkle guarantee. “We feel that the new Anything Goes! Elite collection gives our longtime ShawMark customers all the features and benefits they have come to expect,” concluded Goetze. “And, not only do the new styles offer the same remarkable performance as the original, the Tactesse yarn system allows us to create a wider variety of styles.” For more information about Shaw or its products, call 800/441-7429. —Kathlene Vercellino |